20 Jun More updates for Marketing Cloud – the GDPR, integration with Google Analytics 360 and better personalisation capabilities
This article will go over Marketing Cloud with a fine-tooth comb again. The new improvements of this tool are discussed also in the first part of the Salesforce Summer Release 2018 cycle. It discusses the summer updates and novelties prepared by the Salesforce team that could prove particularly important for every marketer working with Pardot or Marketing Cloud. Get some more information!
Salesforce Marketing Cloud and the GDPR
One of the hottest topics of the past few months is definitely the GDPR, which means the EU General Data Protection Regulation. The Salesforce team have not lagged behind and prepared a package of improvements to ensure that the tasks performed by marketers are still compliant with the law. “The right to be forgotten” is guaranteed by a data erasure framework, which enables permanent erasure of user information from the database at the user’s request. Additionally, access to individual data records can be restricted on demand (via API). DMP administrators can also suspend data processing, which means that user information will not be used for analysis until the restrictions are cancelled. And this is not the end: the Marketing Cloud team have prepared a special trail dedicated to the best practices in the GDPR implementation for all those who want to check what measures must be taken to protect the personal data of users in a proper manner. You can find it HERE.
Google Analytics 360 and Journey Builder
Do you want to have the possibility to check how consumers behave during their digital journey? From now on, user engagement can be tracked from opening an e-mail to making a purchase on your website – without leaving Marketing Cloud! How is it possible? Simply use Journey Builder and mark Google Analytics tracking flag. When this option is enabled, all links in e-mails will contain the UTM parameters, which any analyst knows and likes. Information obtained in this way can be successfully used for website personalisation and attribution measurement. What is more, Journey Builder dashboards, apart from the e-mail open and click data, will be enriched by the data collected in Google Analytics – from information about page views and session duration, to transactions and conversion level, even to website traffic goals!
Social Studio welcomes Instagram!
New features have been introduced also to Social Studio! This time fans of photos with filters and hashtags will have a reason to be happy. It will be possible to manage Instagram accounts directly from Marketing Cloud. Immediate publication is not all – there will be an opportunity to fill the wall in the mobile phone with colourful content also through Social Studio Mobile. Sharing photos with your followers has never been easier!
Distributed e-mail sending
Are you tired of sending messages to the selected data extension or list? Or are you unhappy with the basic e-mail creation options offered by Salesforce? Marketing Cloud architects have found a solution also to these problems – simply take advantage of the potential of Distributed Marketing and use the Quick Send feature from the selected data record level. Enable this option and send a single branded e-mail to any Lead, Contact or any other person you choose.
Anyone who has ever used the Dynamic Content option knows that the higher the number of conditions, the more time it takes to create a dynamic e-mail. The sound of unending clicks for the twentieth variation of the content makes you sick. Luckily, a new type of content comes to your rescue to save your time and effort when configuring successive paths. All you need to do is to import a file containing multiple variations of the displayed content. How does it work? The system will automatically create content blocks based on the received information. When preparing an e-mail, you will have a preview of all segments generated in this way. Then, you just need to select the list of recipients, click Send and see how Marketing Cloud ensures that each of them gets an e-mail with correct and dynamically changing elements.
The new version of Marketing Cloud is not too shabby – it is much simpler, faster and more accurate. Many of the novel solutions permit managing information from various sources without switching between multiple applications, and provide even better recipient targeting. It takes just a few clicks to publish posts in the social media, regardless of the target supplier. Enjoying sunshine and teasers from the Marketing Cloud team, we cannot wait for new improvements to come in just a few months!